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Welcome to Kinnarps!
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Our company Kinnarps
Background of Sales Force Excellence
Sales Vision 2010
Kinnarps Sales Process
Achievements so far - Battles to win
I would like to talk about
Agenda
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Our company
A strong interior solutionspartner for the future
> Family driven Swedish companyestablished 65 years ago
> No 1 in Scandinavia, Europe’s No 3.Represented in 36 countries, some200 showrooms all over Europe,turnover 400 million Euro
> Full control over complete chain;from production to installation
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The Kinnarps star…our capabilities - your benefits
> Our business philosophy that permeates everyday work
> Our method for continuous development of services and products
> Your guarantee for the best solution at best value
Business philosophy
solutions
economy
competence
quality
environment
ergonomics
design
innovation
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High quality brands witha variety of expressions
+ network of approved partners
Brands
better at work
ideas materialized timeless elegance scandinavian sense
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Why change?
Why change?
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> Customers are getting more international
> Customers are getting more professional
> One stop shopping
> Customers demand solutions – not products
> From transactions to projects
> Double pressure from top to bottom
> Space planning/Ergonomics/Environment
Background – the customers
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Denmark
Jesper Office
Scan Office
Kinnarps
CJC
Daarbæk
Duba/B8
EFG
Ergoteam
Martela
Paustian
Products Solutions
Bud
get
E
xclu
sive
Background – the competition
Total market €130 millionMarket share 15%
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> Shift from production focus to sales and customer focus.
> Develop the offer to complete interior solutions.
> Substantial growth potential in Europe.
> Maximise impact with uniform international marketing.
> Take full advantage of the competence in our international network.
> Take control of our most valuable asset: the Kinnarps brand.
Background – Our own business strategy
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International growth plan
Background - Business strategy
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concept
coordination
cooperation
establishing
work
MORE INTERNATIONAL
The keys to success
Background – Business Strategy
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Present way of working
All markets work in their own way with sales – no synergies
Sales people too quick to present and quote
A NO to business is very rare
No common CRM-system
Not enough preparations before meeting the customer
No cooperation between Sales and Marketing
Increase quality in sales – better control
Increase profitability
TOGETHER!!!!
Background – Why change?
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Why change?
Win more Opportunities – increase hitrate
Decrease sales cycle – increase productivity
Increase quality in sales – better control
Increase profitability
TOGETHER!!!!
Challenges – Why change?
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Our new way of working
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SALES
=
Number of cases x Value x Winrate
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Essentially, opportunities that we
do NOT win are characterised as
waste
“Lean” is about eliminating waste
Validation
Implementation
Solution
Final agreement
Need analysis
Qualification
Res
ourc
es in
vest
ed
The earlier you abandon an
opportunity that you can not win, the less waste you generate
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Lean is about eliminating waste
Validation
Implementation
Solution
Final agreement
Need analysis
Qualification
Validation
Implementation
Solution
Final agreement
Need analysis
Qualification
100 125
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The no 1 reason for waste in sales
0% 100%
0% 100%
0% 100%
0% 100%
0% 100%
0% 100%
Reason: Misalignment with customers buying processReason: Misalignment with customers buying process
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Buying Process versus Sales Process
DETERMINENEEDS
EVALUATEALTERNATIVES
EVALUATE RISK
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Buying Process versus Sales Process
Needs
Needs
DETERMINENEEDS
EVALUATEALTERNATIVES
EVALUATE RISK
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Buying Process versus Sales Process
Needs
Cost
Needs
Price
DETERMINENEEDS
EVALUATEALTERNATIVES
EVALUATE RISK
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Buying Process versus Sales Process
Solution
Solution
DETERMINENEEDS
EVALUATEALTERNATIVES
EVALUATE RISK
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Buying Process versus Sales Process
Risk
DETERMINENEEDS
EVALUATEALTERNATIVES
EVALUATE RISK
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Buying Process versus Sales Process
Cost Price
Risk
DETERMINENEEDS
EVALUATEALTERNATIVES
EVALUATE RISK
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Buying Process versus Sales Process
Needs
Cost
Solution
Risk
Needs
Price
Solution
Risk
DETERMINENEEDS
EVALUATEALTERNATIVES
EVALUATE RISK
Need analysis Solution / Validation Final agreement
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Kinnarps Sales Process
Inspiration/market awareness
Leadidentifica-
tion
1 2 3 4 5 6 7 8
Pain is activated
Pain definition& analysis
Estab-lishing vision ofsolution
Contact supplier
Evalua-tion and order
Fulfil-ment
Evalua-tion/
review
Leadqualifica-
tion
Pain analysis
Vision creation
Propose solution
Contract close
Delivery of
total solution
After Sales
Buyer’s process
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SALES FORCEEXCELLENCE
2. Diagnostics of AS-ISIdentification of existing sales process, activities, sales tools, pipeline management and customer relationships.
1. Creation of Sales VisionSales Vision Workshop, interviews at local businesses, Sales goals defined. International Sales Forum initiated
3. Design of Sales ProcessGeneral Kinnarps Sales Process with customized local versions. Sales Tools built. SALSA re-engineering. KAM-organisation structured.
4. Implementation of Sales ExcellenceSales Management and Role Model Sales Training. Local Business Roll-out.
5. ReinforcementLocal Implementation Café Buddy co-visits, Local definition of ”Must win Battles”, opportunity coaching. Module 2 Sales Training. Regular HQ audit.
KINNARPS SALES VISION
Sales Force Excellence – project idea
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“Excellence in selling workspace interior solutions by truly understanding the needs of our customers and create value for them”
>Aggressive goals for growth in sales per sales representative
>Improvement in productivity per sales representative
>Selling workspace interior solutions – maximise number of product categories and services for defined customers
>Fair share of sales with key accounts (share customer budget)
SALESVISION
SALESMISSION
1 2 3 4
SALES GOALS
Sales Vision 2010
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Achievements so far
Sales Management committed to SFE on all markets
Common Kinnarps Sales Process
Common CRM-system used by all
Common sales language
Sales and Marketing working together
HR, Product development, IT integrated in the SFE work
Pipeline management – improved prognosis
Sales Force Excellence
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Sales Force Excellence
Battles to win
Follow-up of all markets is a MUST. Encouragement needed
Coaching level of sales management need to be identified
Use of CRM system must be encouraged
Continuos efforts to create new strong sales tools – update of existing tools
Market plan made by Sales and Marketing together
Improved customer segmentation on all markets
A clear Value proposition identified and accepted by all within the internal organisation – communicated to the customers in a unified way
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KINNARPS WINNING FORMULA
Kinnarps’ salesforce shall be able to
analyse and really understand the deep needs of the customers
relate the needs of the customers to Kinnarps’ solutions and
create solutions with a clear customer value
In this way Hitrate will be increased
Productivity will be increased
Control will be improved
Profitability will be increased
TOGETHER!!!!
Sales Force Excellence
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Making life better at work
Benefits
minimised facility costs
improved space planning
better workspaceflexibility
new ways of working
improved ergonomicsfor healthier employees
increased efficiencyall day
more adaptable furniture
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Many thanks for listening!
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Cost-efficient, flexibleinterior solutions
> One supplier for the whole project facilitates the entire process efficiently
> Superior control over budgetand timetable
> Own unique production and logistics give best value for money
Business philosophy
solutions
economy